How to drive sales on your landing page
When someone arrives on your sales landing page, it’s likely that they are interested in what you’re offering. Your job is to overcome any hesitations they might have and convince them to click Buy.
With these time-tested techniques, you can give people all the reasons they need to convert.
1. Create urgency
If you have all the time in the world to do something, how quickly does it get done? Not very, according to psychologists, which is why leading companies create a sense of urgency to drive sales. When customers believe they only have a certain amount of time to buy, they’re more likely to act.
To prompt customers to act fast, try these techniques:
- Put expiration dates on your discount codes
- Emphasize that your sale ends soon with a countdown timer
- Host a flash sale
- Show items that are out of stock
And as you write copy for your sales landing page, include phrases that contribute to the sense of urgency. If you have a promotion happening for a limited time, you can use phrases like:
- Offer expires
- Ends soon
- One day only
- Last chance
If your promotion doesn’t have an end date, you can use “buy now” or “don’t miss out.”
2. Create scarcity
Scarcity can be used to create a sense of urgency. When people see fewer products available to buy, they’re less likely to debate the purchase and more likely to take action before supplies run out.
You can highlight scarcity easily by letting visitors know when your stock of an item is running low. Connect your sales page to your inventory so that when you reach a certain minimum, the page displays a message like “Only X number left in stock.”
If you have an all-in-one Marketing Platform like Mailchimp, you can also trigger automated emails whenever you run low on an item that someone has looked at. For example, “Still want that sweater? We only have a few left. Buy today so you don’t miss out!”
You can even create a sense of scarcity when supplies aren’t running low by sending a message like “That sweater you liked is flying off the shelves! Get yours before it’s too late.”
or “You’ve got great taste—the sweater you viewed is one of our most popular items this week. Snag one before we run out of your size.”
You could have hundreds of that sweater in stock, but you’re still creating a sense of scarcity by highlighting the item’s popularity.
3. Add special offers and discounts
A majority of customers expect to get personalized discounts based on their purchase history. DynamicYield has found that, for more than half of customers, receiving these discounts makes for a more enjoyable email experience.
With Mailchimp, you can easily send personalized offers that link to your sales landing page. You can even send promo codes to different customer segments and connect those to the same or different sales landing pages to create a truly targeted experience.
Customers also respond to “special” promotions that are available to anyone who visits the page. You may have engaged with a campaign like this yourself—you click on an ad that offers a free trial or X% off on your first month of a subscription. On the sales page, you’ll see a CTA that asks you to “redeem your offer” or “get your free month.”
4. Add social proof
Social proof is another classic principle of marketing psychology. It operates on the idea that people will take a certain action to feel connected to their peers or a popular influencer.
Customer reviews and testimonials are popular and effective forms of social proof. Consider these statistics:
- 84% of consumers trust online reviews as much as product recommendations
- 87% won’t consider a business with less than 3 out of 5 stars
- 90% read up to 10 reviews before they decide they can trust a business
Influencer and expert testimonials are also effective forms of social proof, particularly for highly specialized product types.
5. Have a unique value proposition
Your value proposition is the most important piece of copy on your landing page. It communicates 3 things:
- How your product or service meets your customers’ needs
- The specific benefits that it offers
- Why you’re a better choice than your competitor
Your value proposition should appear in multiple forms on your landing page. A one-sentence version should make up your headline. Your subheading or an informational paragraph should go into a bit more detail, focusing on what you offer and why it’s unique. Emphasize those features in your main copy.
By the time your visitor gets to the CTA, they should have no doubt that your company has the best solution.
6. Create a strong call to action
Your call to action is the final push that converts visitors into customers. Again, you can’t go wrong with “Buy now,” but you can drive more conversions if you tell people what they’ll be getting by clicking on that button. For example:
- Save money now
- Show me my savings
- Get started
Remember, your CTA doesn’t stand alone. Your visitors see it after they’ve viewed the rest of your value proposition. They know what they’re saving money on or what they’re getting started on—the CTA just emphasizes it.
